Focusing more on what it means to be a Latino in the U.S. today than on pushing insurance, State Farm has launched an integrated multimedia campaign that includes TV, radio, print, and online components.

In terms of subject matter, the ads run the gamut of Latino life, from parental themes such as tending to one’s ballerina daughter, to youthful ambition, chasing a record deal. The message: No matter where you are in life’s journey, State Farm is there.

The target audience for the campaign was broad by design, seemingly in recognition of the fact that the U.S. Hispanic experience is not static, but rather in constant flux. The campaign was developed by the company’s lead Hispanic agency, Coral Gables-based Alma DDB. The TV spots have already begun airing on Hispanic TV.

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